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Newspaper readers over-index for podcast listening (The Media Audit)

Market Research company The Media Audit has released data showing correlation between reading daily newspapers and listening to podcasts every day. “The analysis found a high correlation between newspaper readers and podcast listeners,” according to Editor & Publishers, which released some of the findings HERE.

From that report we learn some key takeaways:

  • Newspaper readers are highly engaged media consumers.
  • National newspaper readers are particularly engaged.
  • Podcasts attract a similar audience demographic.
  • Affluent and educated audiences drive engagement

A single graphic tells a compelling story of how daily podcast listeners over-index for newspaper reading, even breaking out three specific papers:

The data come from a national survey across 43 markets, with a sample size of 53,000.

“As media consumption habits evolve, these insights reaffirm the enduring relevance of newspapers while highlighting the increasing role of podcasts in reaching an influential, information-hungry audience.” — Phillip Beswick, CEO, The Media Audit.


 

Brad Hill

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